the buzz current events and industry news from MANSI media
  • Three Spillover Trends from 2016

    From the election to the Olympics, 2016 provided a plethora of activity for those of us in the media world.  We saw record spending for a presidential election.  We saw the end of an era as the final VCR was produced.  We saw trends emerge and develop, with a few of them continuing into 2017.

    Below we will discuss three of those trends:  Ad blocking, growth of mobile and the proliferation of fake news.

    Ad Blocking 

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    Ad blocking, the act of preventing an ad from being served, continues to be a concern in the United States.  The number of ad block users rose to between 15 and 24 percent by the end of 2016 (PageFair 2017 AdBlock Report).  These users limit the amount of inventory available to advertisers, but with vast amounts of available inventory, this is less of a concern to the advertising community.  The real problem exists within the high-quality content world of premium digital properties (ESPN.com, Wired.com, TheAtlantic.com).  Sites that fuel the digital world with useful and original content are primarily ad funded models, and when users disrupt this model, it can reduce the availability of quality content online.

    While the industry continues to battle this issue, it is important to note that many local news media properties do not attract the same level of ad blocking.  These sites have a strong value proposition and are well positioned to request that users whitelist their sites from ad blockers or disable their ad blocker while on their site.  Also, ads on premium publisher sites have a 67 percent higher brand lift than ads appearing on other properties through the internet (The Halo Effect:  How Advertising on Premium Publishers Drives Higher Ad Effectiveness).

    Growth of Mobile

    Not surprising to anyone who has spent time waiting in line, eating at a restaurant, or around any large group of people, mobile usage continues to grow.  In 2015 we passed the tipping point for mobile, with more traffic coming from mobile than desktop sources, and the trend has continued upward.

    graphAlong with that increase in mobile traffic has come an increase in advertising spending in mobile sources.  In 2016 we saw that jump equate to an 89 percent increase (Techcrunch).  This trend line should continue into 2017, further driving up both traffic and ad spending in the mobile space.

    While factoring mobile into the campaign is important for each client, it is important to remember that not all digital properties are created equal for mobile activation.

    Consider the local digital media outlets provided in your community.  The users of those sites (of which you may be one) tend to have the following characteristics:

    • Mobile newspaper readers tend to be more affluent than the normal mobile user.
    • Mobile newspaper readers are more likely to make an online purchase than the standard mobile user.
    • Mobile shoppers rate newspapers and their digital properties as the No. 1 place to find sale information*.

     *American Opinion Research


    zooProliferation of Fake News

    If you have been following the news (real news that is) over the course of the last six months, then you have most likely heard the term “fake news”.

    While fake news is not a new phenomenon (free up a few minutes to read about “The Central Park Zoo Escape”), it is more tenacious than ever before.  With the proliferation of social media and a global economy, these stories can spread faster and further.

    Why is it happening?  For the usual reason - money.  A producer of fake news can pull in real dollars with little-to-no overhead.  As a story from The New York Times (real news) uncovered, the creator of Christian Times (fake news) earned over $5,000 in a few days by creating a few untrue stories.

    How is fake news impacting our industry?  While not as glaring an impact as ad blocking or as large of a shift as the growth in mobile, fake news is still having an impact on the advertising world.  When a company purchases inventory through programmatic sources, they may be placing their brand message onto a fake news site.  While the message is still reaching a targeted consumer, it is now surrounded by misleading or outright false information.  There are two solutions currently available to advertisers looking to avoid fake news:

    1. When working with programmatic partners, look for transparency in delivery and ask them what they are doing to filter fake news sites.
    2. Work directly with premium content sites to reach your audience while also being surrounded by authentic and legitimate content.

    Are you concerned about ad blocking, mobile advertising or fake news?  Share your concerns with us at MANSI Media by emailing sales@mansimedia.com.

     

  • Baltimore Sun Media Group announces new premium position

    BSMG Exclusive Wrap

    Baltimore Sun Media Group has just unveiled a new print position with an exclusive premium opportunity to co-own the front page of the newspaper.  While this opportunity is limited to the Baltimore market, it does mark a continuing trend in the world of newspaper.  In years past, the thought of an ad above the masthead was unheard of.  Now, flexibility and partnership is the new mantra.

    Is your brand looking for new opportunities and outlets?  Do you have a client who wants to reach an audience with disposable income through a legitimate news source?  These new opportunities provide a great opportunity to re-introduce print into your campaign.

  • Shoppers Rely on Newspapers for Coupons

    A recent Valassis study found that coupon use remains high, with 90 percent of consumers indicating that they use coupons. Newspaper free standing inserts remain the preferred distribution method, accounting for over 90 percent of all coupons distributed.

    Similar results have been described by other recent newspaper insert studies conducted by Coda Ventures/Triad, and Research and Analysis of Media (RAM).

    Key findings include:

    • 87% of coupon users report they are using the same or more coupons this year compared with last year1
    • 86% of shoppers use coupons to plan their shopping lists1
    • 86% of media consumers use newspaper inserts, compared to direct mailers such as Red Plum (63%), and ValPak (41%)2
    • 86% of newspaper readers believe newspaper inserts help them get the best deals3
    • 85% of all consumers are influenced to try a new product due to a coupon1
    • 84% of all consumers are likely to switch stores to take advantage of weekly specials1
    • 82% of all consumers use coupons received through newspaper inserts -  including 82% of Millennials, 83% of Gen X, and 84% of affluents1
    • 82% of all consumers are influenced to buy a brand they wouldn’t typically buy due to a coupon1
    • 77% of shoppers select their stores based on where they can use paper coupons1
    • 3 out of 4 readers often buy something that they weren’t planning to purchase after reading a newspaper insert4
    • 43% of shoppers who classify themselves as brand loyal say they feel better about companies that offer coupons than those that do not1

     

    Sources:  12K16 Valassis Coupon Intelligence Report, 2Research and Analysis of Media (RAM) Inserts Study, 3Coda/Triad Newspaper Insert Study, 4Coda/Triad Preprinted Newspaper Inserts Study

  • Four Ways to Improve Your Video Creative

    People are spending a lot of time watching video online.

    • 100 million hours per day on Facebook
    • 11 million hours per day on Netflix
    • Over 25% of online users watch at least one video per day

    With all of that video consumption comes opportunity to reach this audience with compelling video advertising messages.  Here are some tips that can help you create these messages to have the most impact on your intended audience.

    Keep the length under 10 seconds

    Keep reduced consumer attention spans in mind when deciding on the length of your video advertising.  Leave behind your 60, 30 or even 15 second videos and refocus on 10 second video advertising.

    In a recent study from Wibbitz (ClickZ.com) it was found that over half of users will not spend more than 10 seconds watching a video ad.  The time spent is also impacted by the associated content.  For example, in shorter form video content (0-2 minutes in length) like that used on many news media websites, 70% of consumers will spend less than 10 seconds watching an ad.  While on longer form video content (5-10 minutes in length) like that found on sites like Hulu.com, 51% will spend less than 10 seconds watching an ad.

    Don’t be afraid to use humor

    In 2015, Google dug into thousands of video ads that ran across YouTube, covering 16 countries and 11 separate verticals.  From that mound of data, they found that “people are more likely to watch humorous ads, and those ads also see greater lifts in ad recall and brand awareness”. (Think With Google)

    Looking for a few examples of short form humor, visit Vine.Co and explore the humor channel.  Some of our recent favorites are.

    If humor isn’t the right fit for your brand, consider “suspenseful” or “emotional” as an alternative.  Both of these flavors offer higher than average recall.

    Go Silent

    While sound can be a powerful tool, consider that only “about 85% of Facebook videos are watched with the sound” (HootSuite.com) and that 75% of users preferred silent video ads over video ads with voiceover (ClickZ.com).

    If you do decide to go silent, ask the following questions:  How does the lack of sound impact your ad?  Does it still deliver its message?  Is sound a required component?

    To improve the response to your ads in a potentially soundless world, utilize the following components.

    • Captions-  Facebook has found that the inclusion of captions increases the view time of a video by 12%.
    • Storytelling-  Focus on telling a story through the use of visuals such as animation and graphics.

    Target Your Audience

    This seems like common sense in today’s digital world, but targeting video ads not only improves performance, but also enhances viewer favorability.

    When consumers were asked which ads they found most tolerable, they placed targeted (by programmatic means or by the inherent targeting of local and niche websites) second only to muted ads (ClickZ.com).

    Which Video Ads Are The Most Tolerable?

    • 45% muted ads
    • 39% targeted ads
    • 10% autoplay ads
    • 6% interactive ads

    As you roll out your next video campaign, don’t forget about the power your local news media properties can bring to the table.  From pre-roll, to in-stream and native video options, local digital sites can help deliver your video creative to a community-focused and engaged audience.

    Need help with your planning and placement for digital video?  Give MANSI Media a call and we can simplify the process.

Lisa Knight, Vice President, Advertising, lisak@mansimedia.com

Kevin Wert, Director, Client Solutions, kevinw@mansimedia.com

Wes Snider, Director, Client Solutions, wesleys@mansimedia.com

Matt Caylor, Director of Interactive matthewc@mansimedia.com

Chris Kazlauskas, Director Media Placement, chrisk@mansimedia.com

Jane Hungarter, Director, Marketing, janeh@mansimedia.com

Shannon Mohar, Account Manager, shannonm@mansimedia.com

Lindsey Artz, Account Manager, lindseya@mansimedia.com


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